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TRACK • Individual Giving

Emotions are not what you think

Thursday 23 Feb 2023 - 10:50 am to 11:50 am

  • General Fundraiser (all fundraisers)

Our research into the organisations around the globe that excel at fundraising is conclusive in that organisations face three internal structural conflicts regarding fundraising growth: culture, investment and communications.  When it comes to communications, there is one subject which causes more conflict than anything else – the use of emotions in fundraising communications. 

This session reports back on a study we’ve undertaken examining the behavioural data of more than 100 organisations and identified the key behaviours and beliefs that enabled organisations around the world to resolve this conflict and deliver effective fundraising.

Perhaps nothing creates more internal debate, procrastination and wheelspin than the subject of emotions and fundraising communications.  Even though the science is clear, opinions about the use of emotion are rampant.

I will explore the root cause of this debate and the solutions, practical actions and evidence used by those who excel (and have overcome the debate)

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